Here is a great demonstration of the need for storytelling in pharmaceuticals. For many years I used the joke that if pharma marketers had invented Sushi it would be sold as cold, raw, dead fish! Its all function and no emotion. The video below elegantly shows how pharma marketing would look if we used it to advertise ourselves.

[youtube=http://www.youtube.com/watch?v=RL_tp2a_IlI&hl=en&fs=1]

Kelly Russel know that telling a story well not just loud is the key to building an effective brand image and creating enthusiasm and action. In pharma marketing we have to get to the story, build connections to our audience and stop shouting about benefits. Understanding the inner story of a brand and telling it well are the keys to the brands of the future.